Objective

Articulate your understanding of the use of Dual-Process thinking in advertising.

Apply thinking of dual processes to an ad you are familiar with.

Understand the likely outcomes of ads that require extensive thought and those that require little thought.

Instructions

How did advertisers capitalize on Dual Process thinking?

Analyze an ad that you have encountered recently from a dual-process perspective.

How did that ad seek to leverage both System 1 and System 2 processes?

Either link to or briefly describe the ad.

Then talk about, specifically, the elements of the ad that are targeting System 1 and System 2 processes.

What are the likely responses of consumers to these elements?

What outcomes do you expect you would observe from individuals who view/read/hear the ad you are analyzing?

What assumptions do the creators of the ad make about the people viewing the ad?